The Equation of Dreams: What Makes a Luxury Brand Desirable?
Picture by Laura Adai, Unsplash
How do luxury brands cope with growth, given that their desirability stands on their inaccessiblity?
Jean-Noël Kapferer and Pierre Valette-Florence wanted to know if international growth would hurt the image of luxury brands, so they analysed how 3,200 luxury consumers across six countries felt about 60 major brands.
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